- PR
Mood food: The 2025 mega trend
In England, 1 in 4 people will experience a mental health problem of some kind each year[1], with 1 in 6 facing problems like anxiety and depression in any given week.[2] Food and drink brands across the country are leading a ‘mood food’ movement – promoting diets and lifestyles that can significantly improve mental health, including dedicated categories like low and no alcohol and gluten-free.
Our research revealed 60% of Brits believe their diet is an important factor for good mental health[3] and over a third (39%) are changing what they eat and drink to boost it. Millennials are most concerned – 66% of millennials vs 56% of Gen X believe diet is an important factor for good mental health. 56% of millennials vs 49% of Gen Z and 34% of Gen Xare changing what they eat and drink to improve it[4].
Harvey Choat, Managing Director, Nexus Communications, said; “2025 will see more focus from consumers on ‘mood food’, giving brands an opportunity to highlight the role they play in bettering the nation’s mental health. Equally, it may also challenge brands to look at reformulations and better communication to avoid being UPF’d. However, there is also scepticism when it comes to health claims, nearly half of the people we questioned said that they felt food and drink brands overclaim health benefits. There’s an opportunity but any brand looking to build its reputation as a mood food needs to carefully consider its credentials and claims.”
A growing area of consumer concern is UPFs, which scientific research shows is associated with a 48-53% increased risk of anxiety.[5] Over 60% of Brits say they now check product labels for information around UPFs, with over 50% saying they’d completely avoid products they consider to be ultra processed. 51% of consumers are now confident they fully understand what UPFs are, which means they will continue to make more discerning food choices.[6]
When it comes to drinks“Lo and no” is one of the most powerful categories permeating the ‘mood food’ space. GenZs, in particular – the ‘sober curious’ – are shifting focus away from alcohol and prioritising sober socialising. Around a third of people aged 18-24 do not drink alcohol at all, with almost two-thirds citing concerns around their mental health and emotional wellbeing as the reason.[7]
2025 will see consumer choices changing, 30% say that they check food and drink labels more than they did a year ago and 38% say clear labelling most influences their trust in a product – a habit likely to continue. This is most of a concern for 55+ years olds (45%) vs the younger 25–34-year-olds (28%).[8] Influencers like Eddie Abbew have well embedded a narrative now that people should be much more careful about what they eat.
“The scene is set for food, drink and mental health to come closer together in 2025. This last year we’ve seen the rise of influencers like Abbew, who was profiled by the Financial Times and alliances between Henry Dimbleby and Dr Chris Van Tulleken championing the narrative that food is the key to the nation’s health.
Our research showed that brand reputation (38%) and positive media coverage (25%) is essential in converting this narrative into consumer behaviour, building trust with consumers. Partnerships with mental health charities, robust academic research and strategic communications will be key for brands looking to capitalise on the emerging mega trend. You can’t mess with people’s minds – this is a serious opportunity but one steeped in duty and diligence.” added Choat.
[1] McManus, S., Meltzer, H., Brugha, T. S., Bebbington, P. E., & Jenkins, R. Adult psychiatric morbidity in England, 2007: results of a household survey.
[2] McManus S, Bebbington P, Jenkins R, Brugha T. (eds.) (2016). Mental health and wellbeing in England: Adult psychiatric morbidity survey 2014.
[3] Censuswide x Nexus PR 25.10.2024-29.10.2024
[4] Censuswide x Nexus PR 25.10.2024-29.10.2024
[5] BMJ 2024
[6] Censuswide x Nexus PR 25.10.2024-29.10.2024
[7] Mintel 2023
[8] Censuswide x Nexus PR 25.10.2024-29.10.2024
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